Jay-Z’s Roc Nation Sports has signed what has been described as a new “strategic partnership” with Italy’s top-flight soccer league Serie A. The deal, which was announced yesterday via Roc Nation’s social accounts, has been forged to enhance the Italian league’s reach in North America. The two entities said they will partner to raise the league’s awareness in North America by engaging existing and new fans through digital content, marketing activations, and events.

Roc Nation and Serie A have had a working partnership since 2019. In 2020 at the height of the covid pandemic, the agency inked a deal with leading Serie A side AC Milan to host an event to raise support for key workers. The event was hosted by DJ Khaled and featured performances from artists such as Alicia Keys and Kelly Rowland. All proceeds went to charity. The pair later announced a full partnership.